3.INTRODUCTIONOver the past years ,sports marketing has received increased attention from academics & professionals .It is now accepted into the generic framework of marketing of services /products & the environment in which they are produced . Customers buy sports offerings consisting of goods, services , information ,personal attention & other components.

4.The fundamental principles of the OLYMPIC spirit aims to Contribute to a peaceful and better world by educating youth through sport practiced without discrimination of any kind. Olympic licensing programs are targeted to market officially licensed products & merchandise from the Olympic family . Visitors buy and consume Olympic souvenirs & goods with Olympic logos & symbols that remind them of the games and Organizing City.

5.Athens 2004 Olympic products were more than simple souvenir products .They bore the Athens 2004 emblem & its characteristics , representing the visual identity of the Athens 2004 Olympic games .They expressed the return of the games to their country of origin & communicate their timeless values. Thus the scope of this case study is to analyze the attitude of consumers ,purchasing decision towards Olympic products.

6.Previous sport Marketing Researches have focused on different marketing issues like

7.Despite the aforementioned findings marketing research on the role of product , price & intended usage situation on Olympic Products seems to have fallen behind . The Beijing organizing committee for the games therefore, has urged consumers to buy Olympic products from licensed stores .

8. Research Methodologies It is an Exploratory Quantitative Research conducted during the spring of 2003 , one year before the Athens Olympic games . Data collection is based on a Structured Questionnaire of a sample of 170 people.The scope of this research is to examine consumer attitude towards Olympic Products , their purchasing behaviors ,the impact of various promotional activities on their attitude.

9.This study is divided into 3 stages . The first two stages refers to the collection of data and the third two statistical analysis . Based on the existing literature review & preliminary qualitative research a questionnaire was compiled , which was used in the 1st & 2nd stages .In order to the measure the attitude of Olympic products’ consumers , 5-level Likert scales where used (strongly agree =5,strongly disagree=1)

10.The 2nd stage of data collection was baesd on a structured questionnaire & refers to the quantitative market research. The 3rd stage involved a series of detailed statistical analysis of data, from which findings emerged & lead to several conclusions.